08 / Selected WorkFood & BeverageIdentity · Logo System

Zatz

A complete identity for a modern New York bagel concept — deli heritage, cleaned up and set in confident type, from the wordmark to the cream cheese tub.

Zatz wordmark with a fresh everything bagel — brand hero shot.
FIG. 08 — Zatz, hero identity shot
Client
Zatz — bagel concept
My role
Designer — logo, identity system, packaging & collateral
Scope
Wordmark & type system · palette · packaging · menu & collateral
Year
2025
Disciplines
Brand Identity · Logo System · Packaging

Overview

Zatz wants the authority of a hundred-year-old appetising counter with none of the nostalgia tax. The identity leans on a single, characterful wordmark — bold, rounded letterforms with a bagel-ring motif nested right into the mark — balanced by clean, systemised supporting type (Montserrat) so it scales from a business card to a cream cheese tub.

The system

One word,
a whole deli.

The wordmark carries everything — palette, packaging, and collateral — on warm orange-and-cream, set in Montserrat.

Zatz primary wordmark lockup, orange on cream.
Primary wordmark
Zatz type and colour system — Montserrat with the orange, brown, and cream palette.
Type & palette — Montserrat
Zatz-branded "Everything" cream cheese tub packaging render.
Packaging — "Everything" cream cheese

Collateral

The system runs all the way down to the small stuff — a tri-fold menu with real bagel photography, and a business card that doesn't take itself too seriously. (The back reads "Garrett Doll, Consumer of Bagels.")

Zatz tri-fold menu design with bagel photography.
Tri-fold menu & photography
Zatz business card, front and back.
Business card — front & back

Deli heritage without the museum — a bagel brand that looks as good on a napkin as it does on the awning.